Some anxious retailers are jumping the gun to get shoppers' attention extra early. With good reason: Last year consumers spent more than $55 billion on back-to-school shopping, the National Retail Federation says. Many retailers are still nervous about consumer spending in a topsy-turvy economy.

That's one reason why Toys R Us' "Pack to School" sale on backpacks and lunchboxes started as early as July 1 in some parts of the country.